On today’s episode of the Greenhero podcast, Rikard is sitting down with Timo Kramp. a Dutch designer and founder of kindly made studio, a design agency focused solely on plant-based brands. After bouncing around as a freelance designer at major design firms in Amsterdam, Timo felt that he wanted to use his skill for a purpose that he aligned with. After he and his family transitioned to veganism, kindly made studio was born. Now, Timo has created branding visual identities packaging advertising for plant-based brands like Willie Croft and others.
Timo’s journey through veganism was sparked by his father, who introduced him to the film “Cowspiracy.” The movie, while disturbing and deeply horrifying in its elucidation of the meat industry, brought motivation for Timo and his family. The same shock caused by the movie introduced him, his father, mother, and sister to veganism.
The process of transitioning for Timo and his family was certainly eased by their support of each other. But mentally, they were already vegan. So even as they worked their way through learning what veganism was, their minds, hearts, and actions all pointed towards the same goal: making the world a better place. By changing their environment, they were able to make it fun.
Timo’s creative agency, where he helps vegan brands find their voice, was born from the conviction Timo had to align his work with his values. Simply put, it didn’t feel right to not share and amplify what meant most to him. So, he changed the people he worked with. Now with his extensive knowledge of both marketing, branding, and veganism, he can work at the intersection of his passions. By doing so, he is helping accelerate the market to challenge the comparatively large meat and dairy brands.
The strategy Timo implements is based on the product, the target goals, and the audience. By understanding who it is the brand needs to speak to, where they are, and what they’re buying, Timo brings new brands into the game. Right now, things are trendy, bright, bold, and feel fun. Timo mentions that a huge part of this marketing is capturing those who aren’t yet vegan but are looking to transition.
Whereas in the US, branding for vegan options has to tackle awareness, education, plus marketing, Europe is slightly ahead of the curve. There, the environment plays a big part in why folks are transitioning to a plant-based lifestyle. In the US, it’s about the taste and understanding that it can replace meat and still give the customer what they are looking for from a meat product, but plant-based.
Links and Socials:
@kindlymade.studio
LinkedIn: Timo Kramp
On today’s episode of the Greenhero podcast, Rikard is sitting down with Timo Kramp. a Dutch designer and founder of kindly made studio, a design agency focused solely on plant-based brands. After bouncing around as a freelance designer at major design firms in Amsterdam, Timo felt that he wanted to use his skill for a purpose that he aligned with. After he and his family transitioned to veganism, kindly made studio was born. Now, Timo has created branding visual identities packaging advertising for plant-based brands like Willie Croft and others.
Timo’s journey through veganism was sparked by his father, who introduced him to the film “Cowspiracy.” The movie, while disturbing and deeply horrifying in its elucidation of the meat industry, brought motivation for Timo and his family. The same shock caused by the movie introduced him, his father, mother, and sister to veganism.
The process of transitioning for Timo and his family was certainly eased by their support of each other. But mentally, they were already vegan. So even as they worked their way through learning what veganism was, their minds, hearts, and actions all pointed towards the same goal: making the world a better place. By changing their environment, they were able to make it fun.
Timo’s creative agency, where he helps vegan brands find their voice, was born from the conviction Timo had to align his work with his values. Simply put, it didn’t feel right to not share and amplify what meant most to him. So, he changed the people he worked with. Now with his extensive knowledge of both marketing, branding, and veganism, he can work at the intersection of his passions. By doing so, he is helping accelerate the market to challenge the comparatively large meat and dairy brands.
The strategy Timo implements is based on the product, the target goals, and the audience. By understanding who it is the brand needs to speak to, where they are, and what they’re buying, Timo brings new brands into the game. Right now, things are trendy, bright, bold, and feel fun. Timo mentions that a huge part of this marketing is capturing those who aren’t yet vegan but are looking to transition.
Whereas in the US, branding for vegan options has to tackle awareness, education, plus marketing, Europe is slightly ahead of the curve. There, the environment plays a big part in why folks are transitioning to a plant-based lifestyle. In the US, it’s about the taste and understanding that it can replace meat and still give the customer what they are looking for from a meat product, but plant-based.
Links and Socials:
@kindlymade.studio
LinkedIn: Timo Kramp